celebrities like gwyneth paltrow and zooey deschanel are gluten free.ry stores are laden with gluten-free products. it is big business, very big. the u.s. gluten-free market is predicted to reach $6.6 billion by 2017 and a new study finds many people who say they are sensitive or intolerant to gluten probably aren't. >> this has really become a fad. >> reporter: dr. suzanne steinbaum is director of women's heart health at lenox hospital in new york city. >> people have grabbed on to the gluten free issue because they think it is healthy, but this is a trend and it's going to leave as quickly as it came. >> reporter: before it goes, let's find out what is gluten? well, it is a combination of two proteins found in wheat, rye, barley and other grains, and in soups, salad dressings and sauces, too. there are people, about one in 133, who are born with a genetic disorder called celiac disease that makes them truly unable to tolerate gluten. many people who don't have celiac disease but suffer from gluten sensitivity have gone gluten-free and they love it. th